The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
A type of design technique utilised in the creation of visuals and illustrations. Blur is used to create an impression of movement or a sense of depth.
A concept used in systems design to describe the negative consequences of making seemingly innocuous design changes. Shorthand for a product's delayed but inevitable need to be reworked due to earlier, seemingly trivial decisions not having been fully thought through in the original release.
Designers incur this "debt" by making quick and easy choices that save time in the present but cause more complex problems later on down the road when it becomes necessary to change or add something.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
The typographic term for the dot above the letters 'i' and 'j'.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.
Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
A technique used to sequentially present items in a list or other data set that are too long to display at one time.